Making a design worthy of cult following

Designing jewellery is a complex job, involving the interplay of several factors, and there is a constant battle between creativity and practicality. In such a scenario, how do designers make their creations stand out? Suneeta Kaul engages with five designers in an attempt to find out the answers

- Suneeta Kaul

Jewellery designer – just uttering these words conjures a glamorous image in the mind, and rightly so. Jewellery designing IS a glamorous job, with designers giving in to their creative urges and coming up with jewellery that can be aesthetic and traditional, or edgy and minimalistic, or a blend of heritage and contemporary. But jewellery designing is not all about just being arty and creative – designers have to put in a lot of thought and hard work into ensuring a design becomes a success. If a collection, or a piece of jewellery does not sell, it does not bode well for the business.

 

INITIATING THE PROCESS OF JEWELLERY DESIGN

Designers have to take several things into consideration while designing a piece of jewellery. Says Rachana Shah, Jhalak Jewellers, Mumbai, “Every piece should look worthy of its cost. There needs to be a fine balance between wearability and the price-point. People are often drawn to something that is different and stands out from the crowd.

“Authenticity is crucial to building a strong brand identity. It is important to have a clear vision of your brand identity, and then stay true to your vision and values. The focus should be on creating high-quality designs that stand out in the market and meet customer needs and expectations.”